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Article Type

Professional Proficiency

Article Abstract

Related Issue:

AACRAO partnered with two marketing faculty members to identify how higher education institutions are marketing themselves to high school seniors and to assess whether a brand management approach is being utilized. The research also sought to identify the practices that some institutions use (if any) to achieve enrollment results that are more successful than others. The research suggests that institutions that tie their recruitment goals to their mission experience a greater yield between admitted and enrolled students. Those that rate themselves high on their use of social media and multichannel communications have similar yield rates. Institutions that can, at a minimum, use these two aspects to manage their brands are likely to meet their recruiting goals. The research also clarifies that higher education, in general, appears to lag behind U.S. corporations (e.g., Nike, Apple, Procter & Gamble) in the use of brand management to market to prospective customers (i.e. students).

Author(s)

orosy-g--mdGary Orosy is an Adjunct Professor of Marketing at Southern Methodist University in Dallas, TX, and also leads a consulting practice focused on growth strategy. He is an expert in customer and consumer journey mapping and in creating client vision, mission, and values direction. He holds a B.A. from Rutgers College, and an M.B.A. from Cornell University, and is a D.B.A. student at The University of Florida. He can be reached at gorosy@smu.edu.

kilgore-w--mdWendy Kilgore, Ph.D., is Director of Research and Managing Consultant for AACRAO with more than 20 years of experience as a higher education administrator and consultant in the United States and Canada. Prior to her full-time work with AACRAO, Kilgore served as State Dean of Enrollment Services for the Colorado Community College System and Director of Admissions and Registrar for the Pima County Community College District.

References

College Board. 2011. Complexity in College Admission. New York: Author.

Eagan, M. K., E. B. Stolzenberg, H. B. Zimmerman, M. C. Aragon, H. W. Sayson, and C. Rios-Aguilar. 2017. The American Freshman: National Norms Fall 2016. Los Angeles: Higher Education Research Institute, UCLA.

Grawe, N. D. 2018. Demographics and the Demand for Higher Education. Baltimore, MD: Johns Hopkins University Press.

Jaschik, S.2018. 2018 survey of college and university admissions directors. Inside Higher Ed. September 24.

Jiang, M. A. 2018. Teens, Social Media & Technology 2018. Washington, D.C.: Pew Research Center.

Kilgore, W. 2017. 2017 U.S. Chief Enrollment Management Officer Career Profile. Washington, D.C.: American Association of Collegiate Registrars and Admissions Officers.

Kylander, N., and C. Stone. 2012. The role of brand in the nonprofit sector. Stanford Social Innovation Review. Spring.

Open Market. 2016. Why Millennials Prefer Two-Way Texting Your Business. Seattle, WA: Author.

Reid, K. 2017. Mind The Gap! Targeting Students’ Concerns During Yield. Austin, TX: ACT | NCCUA.

Shulz, E. 2012. Origins of brand management. Branding Strategy Insider. August 8.

Snyder, T. D., C. de Brey, and S. A. Dillow. 2019. Digest of Education Statistics 2017. Washington, D.C.: National Center for Education Statistics.

The Hechinger Report. 2018. Colleges set to fight for fewer students. U.S. News & World Report. September 10.

Zickuhr, K. 2011. Generations and Their Gadgets. Washington, D.C.: Pew Research Center.

Endnotes

  1. Statistically significant at the 95% confidence level (p<0.05)

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